Grammarly’s Growth Strategy

Grammarly is the most convenient way to check your spelling and grammar. Their browser plug-in helps you make changes across a wide range of platforms, and uses machine learning capabilities to better understand language.

Grammarly knows how to drive interest. With no venture capital input for the first 8 years, they’ve still managed to grow to 6.9 million daily users. Their digital marketing is on point!

Content Marketing

Grammarly have a powerful content marketing strategy. They’ve added a CTA labelled “Get Grammarly” on the top right corner of their website. It leads you to the download page for their plug-in. They have a blog-post containing more than 2000 blog posts.

Social Media

Social Media has become a necessity for businesses. Growing their visibility pulls in different types of users. They’ve taken a lighter approach to grammar and spelling, using humor to show why you need their services.

 

Youtube

Youtube shows the best traffic returns for Grammarly. 54.43% of their social media traffic comes from YouTube. Their channel is small but effective. Their ads show how useful their tool is, using everyday situations. Adding a CTA into the videos boosts traffic to their download page as well.

Facebook

Grammarly’s Facebook page has very little content about their actual services. They create content that will appeal to their audience. They understand that building a connection with your audience is vital.

Quora

Quora pushes 40k monthly visitors to Grammarly’s site. They have 23k followers and 150 questions relating to their profile. The odd thing is - Grammarly’s plug-in doesn’t support Quora. Their success on this platform is also due to their ads.

Twitter

Grammarly posts about 7.5 tweets every day. More importantly, 88.7% of these get retweeted by their followers, and 91.5% of their tweets are retweeted. Twitter generates 16k site visitors monthly.

WhatsApp Web

WhatsApp Web is the desktop version of the popular mobile app. It’s easy to connect using the handy QR code. Grammarly’s plug-in works with WhatsApp Web, correcting people’s texts in real-time. The plug-in offers a link to an explanation of why your grammar is being corrected. Clicking on the link drives more traffic to their website.

SEO

Grammarly generates 31 million visitors per month. While a large number of these are from plug-in users, it’s difficult to know exactly how many. Their bounce rate is great too, with 1 in every 2 visitors sticking around on the website.

Direct Response Marketing

Grammarly have made the effort to research challenges that people encounter every day. Their communications offer solutions and guidance. Their blog is angled to offer real-world help.

Backlink Profile

There are growing number of sites and services that backlink to Grammarly. They’ve positioned their service to be attractive to schools and government institutions. These institutions also need grammar and spelling checks. Grammarly has cross-linked with highly sought-after .edu and .gov sites. These improve their Google rankings substantially.

Google Ads

Grammarly has 540k monthly users from Google Ads. They get these awesome results by bidding on up to 20k keywords, with 25% US-based and 6% in Australia.

User Conversion

Grammarly offer a paid upgrade to their free offering. It includes better results and deeper plagiarism checks. The free version catches mistakes, but not all of them. This strategy helps to convert free users into paying clients.